The six-year-old clothing brand is sold in about 400 stores and boutiques nationwide, but founder Rhonda Swenson felt it needed fresh branding and marketing to capture a new audience, Denver Business Journal reported.

Krimson Klover’s stylish sports and activewear has traditionally been embraced by women from 30 to 50 years old. But Swenson said younger women have critiqued the clothing as stale and outdated.

“We wanted to update what we are putting out to the world,” she told DBJ. “It was time to refresh.”

She said updated the logo and hired millennial photographers for a catalog shoot, new talent in sales and advertising, as well as adding freelance design.

In September, Swenson opened her first brick-and-mortar location on Spruce Street in Boulder to showcase Krimson Klover’s new image.

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